3 brand campaigns you’ll wish you came up with


It’s not every day you see a brand jump to the defence of a customer in public – especially when it comes to dating dramas. But when it does happen, it’s truly epic.

Step forward ASOS.

Disclaimer: this isn’t technically a campaign… but it’s so cool you won’t care.

This story begins when 20-year-old Thea Lauryn Chippendale posted a screenshot of a Tinder chat on Twitter.

Reading through the conversation, it becomes clear Thea swiped right for a guy called George… and quickly regretted it.

George took it upon himself to dish out some (very unwelcome) style advice, commenting that the ASOS dress Thea was wearing in her profile pic was “not doing any favours”. He followed up with “Hope this helps”.

Err, no George. No it doesn’t.

Thousands of Twitter users immediately rallied around Thea, showering her with compliments. Unsurprisingly, they had a few choice words for Georgy-boy too.

But they weren’t the only ones to weigh in.

Oh no. ASOS weren’t about to stand back and let one of their lovely customers (also read: products) be insulted like that. The company quickly responded, jumping into the comment chain with…

But here’s the best bit. In an absolute power move, ASOS also uploaded Thea’s original photo to their website, displaying it proudly as the new official product image for the dress.

Boy, bye.

There’s nothing left to do at this point other than bow down to ASOS. The company managed to say more about its brand values and personality in one Tweet and website update than others do in years of carefully crafted marketing campaigns.

And we shouldn’t ignore the crazy amounts of traffic/revenue it would have driven too.

In fact, this whole thing is almost too good to be true as far as ASOS is concerned… but I refuse to believe it’s anything other than a moment of reactive social media genius, and exceptional customer care.

If I hear the words “PR stunt”, I think I might cry.



Most ads blatantly sell you a product or service, right? Which is fine because it’s literally their purpose. It’s what you expect them to do.

So how would you feel if the message was opposite, e.g. please don’t use this. Or, more specifically: “Welcome to WeTransfer. Now leave.”

You might know WeTransfer as the file-sharing site you swear by. In just the click of a few buttons you can quickly send large files to anyone via a handy download link.

Here at SMSW, we use WeTransfer all the time. As do millions of others. 50 million to be precise.

But guess what? The company’s latest marketing campaign tells us all to stop using the website – and actually digital tech altogether – to make time for IRL experiences instead.

Of course, there’s more to this than meets the eye. WeTransfer doesn’t really want its entire customer base to set a permanent OOO.

This counterintuitive ad is actually inspired by recent research from the company into its user base, which is predominately made up of us creative types.

Results showed that online distractions often get in the way of developing creative ideas and concepts. It found that the most inspired ideas often come from being in touch with the outside world, i.e. not chained to a desk or an inbox that’s LITERALLY NEVER EMPTY.

So this is really clever. Informed by insights, the empowering ad appeals to the core audience’s desires so they can become more creative by stepping away from digital.

And what will happen when they are more creative? They will need the product more than ever, of course!

Take note of the “we care about you more than us” style of marketing. It can be very effective. Overall, we’re big fans and believe it can help brands create much more authentic connections with customers.


Burger King

If you know these campaign roundups well, you’ll be used to seeing Burger King in the spotlight.

The brand’s campaigns are usually really creative, unique and attention grabbing. They regularly throw shade at rival McDonalds too, which is always fun.

Burger King’s latest campaign is no different, this time taking aim at one of McDonalds’ most famous menu items – the Happy Meal – with the introduction of “Real Meals”.

In support of Mental Health Month (US), each Real Meal box represents a different mood, drawing attention to the fact that not everyone is happy all the time.

The range includes: “Pissed” “Blue” Salty” “YAAAS” and “DGAF” boxes.

While Happy Meals are targeted at kids, Real Meals are for adults and available at select restaurants around the US with Whopper orders.

Reactions to the campaign so far have been mixed.

From one side, BK might be seen as trivialising/commercialising a serious issue. From the other, they are raising much-needed awareness and making it okay to admit you’re not okay.

The shot at McDonalds could be complicating the overall message a bit too. Also, the link between fast food and mental health could be questioned. How is it relevant? How does it help? Isn’t it actually worse for health overall?

In any case, it’s important to note the campaign was created in collaboration with Mental Health America (MHA). A link is currently featured in Burger King’s Instagram bio.

Paul Gionfriddo, president and CEO of the mental health organisation said:

“While not everyone would think about pairing fast food and mental health, MHA believes in elevating the conversation in all communities in order to address mental illness… by using its internationally-known reputation to discuss the importance of mental health, Burger King is bringing much-needed awareness to this important and critical discussion.”

If you are considering running a campaign related to a cause like this, authenticity and sensitivity are completely key.

Before anything gets final approval, also be confident you’ve viewed the ad from lots of different perspectives outside of your brand’s.